{"id":5588,"date":"2020-11-02T12:27:47","date_gmt":"2020-11-02T19:27:47","guid":{"rendered":"https:\/\/cpi.consulting\/?post_type=whitepaper&#038;p=5588"},"modified":"2024-04-09T20:36:22","modified_gmt":"2024-04-09T20:36:22","slug":"hybrid-agency-tango-pt5","status":"publish","type":"post","link":"https:\/\/cpi.consulting\/hybrid-agency-tango-pt5\/","title":{"rendered":"The Hybrid Agency Tango: Part 5"},"content":{"rendered":"<h3><span style=\"color: #f16464;\"><em>Excerpts from Henry Stewart Seminar with Vanessa Vollum Edwards<\/em><\/span><\/h3>\n<p>Welcome to <strong><span style=\"color: #f16464;\">Part 5<\/span><\/strong>\u00a0of the Hybrid Agency Tango! As a quick reminder, the 1st blog post focused on an introduction to the <strong>Hybrid Pyramid<\/strong>, with subsequent blogs covering the remainder of the <strong>Agency Led<\/strong> track (left side), which highlighted more traditional and familiar relationship models between Brands and their Agency partners.\u00a0 In our last blog, we started on the \u201cFrenemy\u201d side of the <strong>Brand Led<\/strong> track, which highlights some emerging partnership models between Brands and their Agency partners.<\/p>\n<p>If you are just joining us, below is a visual representation of the Hybrid Agency Pyramid, and a brief description of the evolution of IHA from 1.0 to Hybrid.<\/p>\n<ul>\n<li><strong><span style=\"color: #f16464;\">1.0<\/span><\/strong> focused on cost, speed, control and media unbundling<\/li>\n<li><strong><span style=\"color: #f16464;\">2.0<\/span><\/strong> focused on multi-channel complexity, MarTech, data security and 360\u00b0 analytics<\/li>\n<li><strong><span style=\"color: #f16464;\">Hybrid<\/span><\/strong> focused on evolving beyond \u201cFrenemies\u201d into Alliance, Integration &amp; Co-location<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5592 \" src=\"https:\/\/cpi.consulting\/wp-content\/uploads\/2020\/11\/Pyramid-e1605656746726.png\" alt=\"\" width=\"800\" height=\"560\" srcset=\"https:\/\/cpi.consulting\/wp-content\/uploads\/2020\/11\/Pyramid-e1605656746726.png 800w, https:\/\/cpi.consulting\/wp-content\/uploads\/2020\/11\/Pyramid-e1605656746726-250x175.png 250w, https:\/\/cpi.consulting\/wp-content\/uploads\/2020\/11\/Pyramid-e1605656746726-700x490.png 700w, https:\/\/cpi.consulting\/wp-content\/uploads\/2020\/11\/Pyramid-e1605656746726-768x538.png 768w, https:\/\/cpi.consulting\/wp-content\/uploads\/2020\/11\/Pyramid-e1605656746726-120x84.png 120w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2>Continuing the Brand Led Track<\/h2>\n<p>In this 5th blog, we will be continuing on the Brand Led track (right side) by focusing on the <strong>Brand Led Alliance <\/strong>and <strong>Brand Led Integration<\/strong> models.<\/p>\n<h2>Brand Led Alliance<\/h2>\n<p>So, let\u2019s move onto the first tier of Hybrid on the Brand Led side, which we call the Brand Led Alliance model. Similar to its twin on the Agency Led side, this model is designed to form \u201ca union of mutual benefit,\u201d though this time led by the Brand.<\/p>\n<p>In this model, the Brand still keeps most work in-house.\u00a0 However, they use specialty agencies for specific strategy, creative development and execution of certain channels.\u00a0 These tend to be channels the Brand doesn\u2019t use as often, or channels that require a variety of expertise (which the Brand may not be able to fully fund).<\/p>\n<p>Just like on the Agency Led side, this hybrid relationship is the first true win-win on the Brand Led track.<\/p>\n<h4><strong>GENERAL FRAMEWORK:<\/strong><\/h4>\n<ul>\n<li>BRAND owns Marketing Objectives + Insights<\/li>\n<li>BRAND owns Research and Consumer Knowledge<\/li>\n<li>BRAND owns Mar\/Comm Strategy and Planning<\/li>\n<li>BRAND owns Campaign Strategy and Planning<\/li>\n<li>BRAND owns Big Idea and Creative Concepting<\/li>\n<li>BRAND\/AGENCY own Creative Dev for specific channels<\/li>\n<li>BRAND\/AGENCY own specific Channel Strategy and Execution<\/li>\n<li>BRAND owns Analytics and Reporting<\/li>\n<li>AGENCY owns special projects or flex support<\/li>\n<\/ul>\n<h4><strong>PROS:<\/strong><\/h4>\n<ul>\n<li>Increased strategy + alignment in less frequently used channels<\/li>\n<li>Deep knowledge of brand, consumer + regulatory<\/li>\n<li>Easier access to stakeholders + increased speed to market<\/li>\n<li>Decreased turnaround times + costs for creative development<\/li>\n<li>Marketing responsibility + accountability not all dependent upon Brands<\/li>\n<li>Brands gain full visibility into Customer Journey<\/li>\n<li>Access to full circle analytics + reporting for optimization<\/li>\n<li>At certain volume, less expensive than agency models<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>\u00a0<\/strong><strong>CONS:<\/strong><\/span><\/h4>\n<ul>\n<li>Split channel strategy\/execution = competing interests<\/li>\n<li>More difficult to project manage integrated campaigns<\/li>\n<li>Specialty agency not as agile as internal channel teams<\/li>\n<li>Talent gets tired of working on same brand day-in, day-out<\/li>\n<li>In-house team not pushing boundaries and\/or not staying cutting-edge to marketing\/channel trends<\/li>\n<\/ul>\n<p><strong>\u00a0<\/strong><\/p>\n<h2>Brand Led Integration<\/h2>\n<p>Similar to its twin on the Agency Led side, this model is designed to produce a \u201cblending of things into a functioning and unified whole,\u201d though led by the Brand. Again, this is one of the most ideal working relationships for many Agencies and Brands, coming up the Brand Led track.<\/p>\n<p>This model is an evolution from the Brand Led Alliance model in that the Brand now partners with agencies on the campaign Strategy + Planning, through to the Big Idea Development and Creative Concepting for more complex initiatives.<\/p>\n<p>A great example is when Lego (who currently has a 400+ person in house agency) partnered with BETC Paris to launch their new global brand campaign.\u00a0 Lego leveraged BETC\u2019s outside perspective, fresh ideas and capabilities, while continuing to leverage their large and highly capable in-house team.\u00a0 In true Hybrid fashion, BETC worked with Lego to design and launch their \u201cRebuild the World\u201d campaign aimed at \u201cfiring up children\u2019s creative skills.\u201d\u00a0 This campaign was influenced by the \u201cWorld Economic Forum [identifying] creative problem solving as one of the top skills children will need in a future job market that will be turned on its head by automation and digitization.\u201d\u00a0 Amazing.<\/p>\n<h4><strong>\u00a0<\/strong><strong>GENERAL FRAMEWORK:<\/strong><\/h4>\n<ul>\n<li>BRAND owns Marketing Objectives + Insights<\/li>\n<li>BRAND owns Research and Consumer Knowledge<\/li>\n<li>BRAND owns Mar\/Comm Strategy and Planning<\/li>\n<li>AGENCY owns Campaign Strategy and Planning<\/li>\n<li>AGENCY owns Big Idea and Creative Concepting<\/li>\n<li>BRAND owns Creative Development<\/li>\n<li>BRAND\/AGENCY own specific Channel Strategy and Execution<\/li>\n<li>BRAND owns Analytics and Reporting<\/li>\n<li>AGENCY owns special projects or flex support<\/li>\n<\/ul>\n<h4><strong>PROS:<\/strong><\/h4>\n<ul>\n<li>Ability to leverage outside perspectives\/expertise when needed<\/li>\n<li>Deep knowledge of brand, consumer + regulatory<\/li>\n<li>Easier access to stakeholders + increased speed to market<\/li>\n<li>Decreased turnaround times + costs for creative development<\/li>\n<li>Brands gain full visibility into Customer Journey<\/li>\n<li>Access to full circle analytics + reporting for optimization<\/li>\n<li>At certain volume, less expensive than agency models<\/li>\n<\/ul>\n<h4><strong>CONS:<\/strong><\/h4>\n<ul>\n<li>Agency concepting mis-aligned to channel strategy + execution<\/li>\n<li>Split channel strategy\/execution = competing interests<\/li>\n<li>More difficult to project manage integrated campaigns<\/li>\n<li>Talent gets tired of working on same brand day-in, day-out<\/li>\n<li>Brands spend lots of time managing + training agencies<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>That\u2019s a Wrap \u2013 For Now<\/strong><\/h2>\n<p>Thank you for reading the 5th<sup>\u00a0<\/sup>blog post in a larger series that focuses on the evolution from in-house to Hybrid!\u00a0 The final blog post in the series will focus on the apex of the Hybrid Pyramid, colloquially known as <strong>Co-Location<\/strong>.\u00a0 And as promised, we will finally be discussing the <strong>Hybrid Magic Quadrant<\/strong>, which should provide some practical orientation for where you are today and where you may want to be in the future.<\/p>\n<p><strong>\u00a9 2020 Creative Performance Inc., All Rights Reserved<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Excerpts from Henry Stewart Seminar with Vanessa Vollum Edwards Welcome to Part 5\u00a0of the Hybrid Agency Tango! As a quick reminder, the 1st blog post focused on an introduction to the Hybrid Pyramid, with subsequent blogs covering the remainder of the Agency Led track (left side), which highlighted more traditional and familiar relationship models between&#8230;<br \/><a class=\"view-article\" href=\"https:\/\/cpi.consulting\/hybrid-agency-tango-pt5\/\">Read More<\/a>","protected":false},"author":3,"featured_media":5549,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Hybrid Agency Tango: Part 5 - Creative Performance Inc<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cpi.consulting\/hybrid-agency-tango-pt5\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Hybrid Agency Tango: Part 5 - Creative Performance Inc\" \/>\n<meta property=\"og:description\" content=\"Excerpts from Henry Stewart Seminar with Vanessa Vollum Edwards Welcome to Part 5\u00a0of the Hybrid Agency Tango! 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